Visibility is critical for online businesses that sell on eBay. If no one can find your products, no one will buy your products. That’s why SEO, or search engine optimization, is so important. SEO helps your products rank higher in the search results. We’ve put together some tips for improving SEO on the eBay marketplace, but first, let’s talk about why SEO matters on eBay.
Why eBay SEO Matters
When people hear the term “SEO” most think of Google. However, the eBay marketplace actually has its own search engine which uses an algorithm called Cassini to provide pertinent search results to consumers.
eBay’s SEO is similar to Google’s in that each search will give consumers duplicate content from different sellers, meaning the same product may be seen at different price points. This is in contrast to marketplaces such as Amazon, which doesn’t provide duplicate content.
On eBay, SEO involves more than just cramming in keywords. In fact, Cassini looks at criteria that fall into two categories: product-specific SEO, and seller specific SEO.
Product-specific SEO involves the words you use to describe your product. This includes product title and description, item specifics, eBay categories, and catalog listings.
Seller specific SEO, on the other hand, gives preference to sellers who have proven to be trustworthy and reliable, make the shopping experience faster and more enjoyable, and has a history of satisfied customers.
Tips to Improve Product Visibility
The more people who see your product, the more likely you are to make a sale, so increasing product visibility is vital to retailer success. Once you’ve handled all that extra traffic like a pro, you may be invited to become an eBay Top Seller. Therefore, the better your visibility, the higher your chance of becoming an eBay pro. Here are a few tips for improving your product visibility on eBay:
#1: Use Relevant Keywords in Product Titles
While it may seem like a good idea to insert as many keywords as possible into product titles to follow the Cassini algorithm, it’s important to keep in mind that titles should be easy to read for a human as well. Complicated and disjointed titles are confusing and will lower your click-through rate. Try to use only the most important, descriptive keywords for your title and arrange them in a way that makes sense to your potential customer base.
#2: Add Product Variations
The average online customer doesn’t want to look through endless search results to find what they’re looking for. Including product variations in titles and descriptions will help narrow search queries based on specific criteria, like brand, size, and color. On the other hand, generic and less descriptive titles may result in your eBay listing becoming lost among thousands of other buried products.
#3: Become an eBay Top Seller
Arguably the most important aspect of being an eBay seller is customer satisfaction. eBay rewards sellers with high levels of customer satisfaction with the designation of Top Sellers and by listing their results higher on customer searches. Additionally, becoming an eBay Top Seller is a great way to show future customers that your business is trustworthy. It’s important to make sure that your business’s page is as complete as possible. Doing so will put you on the right path to becoming a Top Seller. When filling in your business’s page, there are a number of SEO opportunities. Updating your page with reviews, images, guides, and other posts help to keep your customers active and visiting your page.
#4: Update Your eBay Profile
Your store’s eBay profile is the new version of an About Me section. Here you can provide customers with a little more information on your business. The more customers know about your store, the more they’ll trust you, increasing the chances of a purchase. Keep your profile engaging and concise while still providing as much information as possible. You can also add links to your store’s best-selling items.
#5: Optimize Your Store’s Title/URL
Another great SEO opportunity, especially for businesses that are just starting, is within your eBay store name and URL. Title keywords should give information about your business, and the services you provide. Custom Kites by Kelly is a more SEO specific store title than Kelly’s Creations, which sounds quite vague. Your store title will also appear in the URL, which is helpful when customers are using a regular search engine. If you need some inspiration, check out our guide to choosing the best name for your ecommerce business.
#6: Use Alt Text for Images
Last but certainly not least is an aspect of SEO that tends to be a little more technical. Alt Text is a way of describing what is shown in an image with a word or phrase. Search engines sort through the Alt Text behind images when choosing which to show in their search results. For example, imagine you sell shoes on eBay. Your alt text should be as specific as possible for each image. While “Nike Running Shoes” accurately describes your product, “men’s blue and gray Nike running shoes size 11” is much better for SEO, because it contains more keywords that shoppers may enter. Some sellers don’t take advantage of Alt Text in images, which means completing this SEO opportunity can set your business apart.
SEO is an important part of running a successful online business. Different marketplaces like Amazon, Etsy, and eBay often have different SEO procedures. eBay in particular values both product-specific and seller specific SEO. Using keywords correctly in your listing, product titles, store name, and alt text are great ways to increase product visibility, which is the name of the game. Give the above tips a try and let us know how they work for you in the comments below.